Yahoo to be sponsored by General Mills

Yahoo and General Mills have signed a livestreaming partnership for Yahoo's weekly ESports Live programme.

This step is another move forward for Yahoo, which has strengthened its sports and fantasy sports platforms since being acquired by Verizon this summer. The acquisition, which amounted to $4.8 billion (£3.63 billion), makes Yahoo part of Verizon's growing media portfolio, which also includes AOL and its subsidiaries, The Huffington Post, TechCrunch and Engadget.

Yahoo launched its ESports platform earlier this year, livestreaming games including League of Legends, Counter-Strike: Global Offensive, Dota 2, Street Fighter V and Heroes of the Storm.

In addition, it has now signed a deal with Electronic Sports Leagues (ESL), which will help to offer ESports to a wider audience.

Devin Kunysz, marketing manager of Reese's Puffs at General Mills, said in a statement: "As a leader in the emerging ESports space and an experienced player in live programming, Yahoo was the obvious choice for our new campaign for Reese’s Puffs. 

"We’ve found a really unique way to connect with our audience around the new Yahoo ESports Live, so that we’re able to not only entertain and engage fans around our brand, but drive results for our business."